Module Overview

The Marketing Communications Industry

To familiarise students with the Advertising and Marketing Communications industry and how it works.

Module Code

ADVT H1001

ECTS Credits


*Curricular information is subject to change

Section 1

The Advertising and Marketing Communications industry in Ireland - key players and what they do (Advertising, Media, PR, Digital Marketing agencies etc); international affiliations and their implications.

Section 2

Agency structure: niche to full-service players; job roles and descriptions of account handlers/client services executives; the copywriter and art director; planners; media buyers and planners; production.

Section 3

Choosing agencies and building relationships; different perspectives - working with a client and working with an agency.

Section 4

Issues facing the industry: remuneration; technology; agency ownership; globalisation; budgets, accountability and return on investment.

Section 5

The role of key associations and what they do - ASAI, BAI, IAPI, AAI, PRII, IAB

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100